The ultimate persuasion formula

When it comes to persuading prospects to buy, most e-commerce merchants struggle to build a compelling argument that flows logically and builds desire.

It’s not something that comes naturally to most of us. But if you follow a simple formula from the worlds greatest living copywriter… it’s not really that difficult.

The copywriter I’m talking about is none other than Gary Bencivenga.

Gary is universally considered the world’s greatest living copywriter, and has been writing winning sales letters for the best part of 40 years.

He’s truly a copywriting legend, and he has an awesome website full of free copywriting tips you can devour at

Anyway, to get back to his formula that I was talking about… it’s all about the 4 P’s, which are:


Now, it’s true that the sales letters Gary writes are different to what you’d find on an e-commerce product page.

But still the principles are still the same, whether you’re writing product page copy or a 64 page magalog.

So let’s briefly deconstruct this formula…

The reason why you start with the problem is you want to get the attention of the prospect.

And the best way to do that is to draw attention to the problem they are experiencing. Ideally, you want to try to agitate the pain if you can, to really get them thinking.

From there, you introduce a promise… which gives the prospect a reason to keep reading.

Which then leads into proof. This is where you provide an abundance of evidence that you can be trusted and you know what you talking about.

Then you finish off with a proposition to buy your product.

It’s true that the formula is more suited for expensive products, rather than super cheap items. Reason being, the more expensive items require more copy and a more persuasive argument.

But either way, it’s a great formula to follow to help sell your products and improve conversion rates.

Super simple too.

For more super useful tips to improve conversions on your website, you can book in for a free e-commerce site audit with myself, by going here: